Hamilton&Associates approached FÖDA Studio for their rebrand coincident with the emergence of their architectural division in 2010. An intriguing series of issues made their rebrand one of the more strategically complex we’ve been asked to perform.

We positioned the entire brand on one single premise: they’ve been studying the failures of others for almost 30 years therefore they can ensure that their work will succeed. Nothing makes for a better promissory than an irrefutable and honest claim—and few competitors can take this one away from them.

The connected conduits and raceways of the ‘H’ make a subtle allusion to electrical engineering diagrams.Spatial forms are referenced in the folded planes of the ‘A’.
Left: Technical Services seal. Right: Architectural Division seal.

Helvetica was kept to make a tie to their original brand, but it was reformatted,
title cased, given a custom ligature, and turned into a proper WordMark.

Business cards share a common ‘parent brand’ back but have their divisions labeled graphically on the front.

Seal of the technical services and engineering division, white logo over orange.The new red/orange is a variation on their original corporate color from the 1980s modulated against the dark red value that was in place in 2010.

Controlled fire.

That’s right, this card says ‘scientist’.

Left: The new Architectural Division website.
Right: The new Technical Services website.